Ayano Tominaga took the pillow to Apple's Omotesando store, posting selfies in the queue and raising it for the cheering Apple staff outside the store. The dakimakura (from the Japanese daki, "to embrace or cling," and makura meaning "pillow") also made appearances in 2013 and 2014.

As more Apple customers move online to preorder their new iPhone, launch-day queues around the world are getting shorter. But we can't complain. With fewer regular shoppers padding out the queues, you can now get a really good look at the die-hard fans.